Exploring Demand: Challenges and Opportunities for Free-From and Organic Foods in Portuguese Market

Abstract

The rising prevalence of food intolerances and increased health and environmental consciousness has driven the demand for free-from (FF) and organic products. This study aims to analyze consumer needs, motivations, and challenges related to these products in Portugal through an online survey with 2268 eligible responses, with a median age of the participants of 41 years. The sample was predominantly female (76.9%), with male participants comprising 23.1% of the sample. The results show that 97.4% of the respondents were aware of FF products, with 60.0% being regular consumers, particularly of lactose-free milk and gluten-free bread and biscuits. Significant market gaps were identified in the variety of FF bread (62.8%), pastries (49.0%), and cookies (38.4%). The consumers identified high prices (84.9%) and excessive sugar/fat content (52.1%) as the main drawbacks of FF products currently on the market. The women showed greater knowledge and purchase levels compared to the men. The trust in organic certification was low (21.4%), with skepticism higher among the lower-income and male participants. Despite this, 78.1% believed in the health benefits of organic products, and 72.2% agreed that increased demand could lower prices. Overall, this study highlights the need for greater product variety, improved transparency, and consumer education to enhance market trust and accessibility.